JLF London at the British Library 2022 supported by Haldiram’s
JLF London will encapsulate the spirit of the iconic festival, with its pervasive sense of inclusiveness and community, and come again to the heart of London with a caravan of writers and thinkers, poets, balladeers and raconteurs, bringing alive South Asia’s unique multilingual literary heritage at the British Library.
Haldiram's, the world-famous food brand, collaborated with Teamwork Arts the producer of the iconic Jaipur Literature Festival and the international extensions of JLF to support the much awaited 9th edition of JLF London at the British Library. With the partnership JLF will celebrate the customary Indian tradition of starting the festivals with sweets and deserts with the moto #MitheSeShuruwat. The collaboration is to create a unique mix of literary and culinary heritage of the Indian subcontinent.
JLF London will encapsulate the spirit of the iconic festival, with its pervasive sense of inclusiveness and community, and come again to the heart of London with a caravan of writers and thinkers, poets, balladeers and raconteurs, bringing alive South Asia’s unique multilingual literary heritage at the British Library.
On the collaboration Pankaj Aggarwal, Managing Director, Haldiram’s said, “Haldiram’s is super thrilled to partner with JLF, London. As we are expanding worldwide, we are targeting our Indian families plus local consumers abroad to try our delicious range. Halidram’s believes in quality & innovation, and that’s why we have a vast range of quality products according to our consumer's needs. We look forward to serving our products to our esteemed consumers, authors, humanitarians, business leaders, politicians, entertainers, etc. Wishing all the best to the JLF team for a successful event.”
Sharing her thoughts on the partnership Preeta Singh, President, Teamwork Arts said, “We are delighted to have Haldiram's as our partner in presenting the much awaited 9th edition of JLF London at the British Library. We believe, with the help of Haldiram's, the festival will continue to spread the importance of the written word and fulfill our mission to bring the best of the literary world to our audience.”
The Jaipur Literature Festival in India is a global literary phenomenon, having hosted more than 5000 speakers and artists, and welcomed over a million book-lovers from across the globe over the past decade. JLF London at the British Library brings the universal, democratic, and inclusive core values of the Festival to the UK.